Business impact of the year – global: Nato & Yonder

The business impact of the year (global) category rewards a client or organisation that has used research to have a meaningful and long-lasting impact on its business and operations at an international level.

Nato and Yonder were chosen as this year’s winner for a research project that allowed Nato to move from a policy-led communications approach to an evidence-based strategy.

Data gathered in the project was included in the secretary general’s 2019 annual report. The findings were based on a survey of over 28,000 adults in 29 Nato member countries and North Macedonia in November 2019, to better understand how Nato’s citizens view the transatlantic alliance.

The research found that 81% of the public across Nato allies and North Macedonia believed that the collaboration between North America and Europe on safety and security matters was important. 

The Research Live judges said: “This is an excellent case study for how a team can effectively leverage insight to gain traction and support at a senior level.”

Oana Lungescu, Nato spokesperson, said: “By providing reliable and credible data, this project contributes to our efforts to identify the audiences who are less informed about Nato, those who may be more vulnerable to disinformation, as well as the themes that resonate with citizens across Nato, and how people use media in general.”

The full list of MRS Awards 2020 winners can be found here.